A generally flat carton blank is arranged for assembly into a carton shape holding multiple cigarette packs. The carton blank has a defined periphery, and a generally flat promotional sheet overlies the carton blank within the outer periphery thereof. A portion of the promotional sheet is adhesively secured to the carton blank. In another embodiment a generally flat promotional sheet overlies the carton blank essentially within the outer periphery thereof. Both carton blank each with its associated promotional sheet may then be assembled and loaded with cigarette packs utilizing standard assembly machinery and standard procedures. Fold lines on the carton blank and the promotional sheet facilitate assembly of the carton blank into a carton shape with the promotional sheet inside the assembled carton. In one embodiment, the remaining portion of the promotional sheet is folded into the form of a packaging sleeve holding multiple cigarette packs for retail distribution upon removal of the sleeve and cigarette packs from the carton. In another embodiment of the present invention, the remaining portion of the promotional sheet simply comprises a planar carton insert for ultimate use by the consumer in obtaining rebates, merchandise and the like or when the promotional sheet is simply used for printed matter.